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Less than a year after consolidating its $200 million business with a bespoke Publicis unit, “Team Lift,” Planet Fitness...
27/08/2022

Less than a year after consolidating its $200 million business with a bespoke Publicis unit, “Team Lift,” Planet Fitness confirmed in an email to Marketing Dive that it is returning to its previous agency, Barkley, as AOR and will move its media business to Crossmedia.
The consolidation last year was intended to leverage efficiencies that could be reinvested into the brand. The CMO who engineered the strategy, Jeremy Tucker, left the company in May.
Team Lift will continue as one of Planet Fitness’s local marketing agencies, in addition to Moroch and Zimmerman. The move comes as fitness brands try to lure customers they may have lost during the pandemic.

Kargo has acquired software-as-a-service company Ziggeo, adding to its omnichannel offerings in a quest to build bespoke...
25/08/2022

Kargo has acquired software-as-a-service company Ziggeo, adding to its omnichannel offerings in a quest to build bespoke products for advertisers across a variety of media, according to details provided to Marketing Dive.
Ziggeo’s developer team will set the direction for the combined companies’ video player roadmap to build new, differentiated video ad formats.
The acquisition is Kargo’s fourth high-profile addition in two years. Kargo acquired attention-based ad company Parsec Media in March 2022, e-commerce social ad platform SticherAds in October 2021, and social media ad platform Rhombus in August 2020. The company also launched its own publishing system, Fabrik, in March 2021.

Budweiser scattered hundreds of prize boxes in major cities for soccer fans to discover as part of its sponsorship as th...
25/08/2022

Budweiser scattered hundreds of prize boxes in major cities for soccer fans to discover as part of its sponsorship as the official beer of the FIFA World Cup, according to a news release. The campaign is not running in the U.S.
The scavenger hunt promotion, which kicks off Aug. 13, marks 100 days until the global soccer event. The prize boxes contain signed memorabilia, access to a year’s supply of beer and tickets to the tournament.
Earlier this week, Budweiser and athlete partners teased QR codes on their social media accounts to pique fan curiosity. Scanning the codes reveals coordinates leading to the prize boxes, layering in a mobile aspect to the push.

As the world has reopened — albeit in fits and starts — consumers have returned en masse to pre-pandemic activities that...
23/08/2022

As the world has reopened — albeit in fits and starts — consumers have returned en masse to pre-pandemic activities that take them out of the house, especially as working from home and social distancing have remained aspects of daily life. But this summer, the world consumers have returned to has been roiled by a heat wave that has spread across the globe, making hydration an increasingly important part of the equation.

For those looking beyond water for their hydration needs, the market is heavy with functional beverages whose very category name — sports drinks — ties their electrolyte-replacing power with athletics and the athletes that power their ad campaigns.

ContextLogic Inc. e-commerce platform Wish launched a brand refresh that includes a new logo and design, updated app exp...
23/08/2022

ContextLogic Inc. e-commerce platform Wish launched a brand refresh that includes a new logo and design, updated app experience and faster delivery times, according to a press release. The brand’s new mission is “Bargains Made Fun, Discovery Made Easy.”
The refresh is supported by a campaign that will run across TV and streaming, digital, social media, influencer marketing and affiliate marketing channels. In later months, consumers can expect additional shifts, like a 15-day delivery window, a new deals hub and a women’s fashion experience, per the release.
The refresh comes after Wish reported an 80% revenue decrease YoY in Q2 and is an example of how e-commerce platforms are changing the way they do business following a rise in shoppable content by competitors like YouTube, TikTok and Amazon.

Kellogg’s Frosted Flakes has partnered with Twitch’s Brand Partnership Studio to transform brand mascot Tony the Tiger i...
22/08/2022

Kellogg’s Frosted Flakes has partnered with Twitch’s Brand Partnership Studio to transform brand mascot Tony the Tiger into an interactive VTuber, per a press release. A Vtuber is an online entertainer who uses a computer-generated avatar to stream on platforms like Twitch and YouTube.
For his streaming debut, Tony the Tiger plans to play a popular battle royale game with Twitch streamers Brennon “GoldGlove” O’Neill, Chrissy Costanza and Jakeem “BigCheese” Johnson via the mascot’s new Twitch channel. The broadcast runs Aug. 19 from 5 to 7 p.m. ET
The first-of-its-kind partnership sees the Kellogg brand tapping into the growing VTuber trend on Twitch and follows other efforts that have taken the longstanding mascot to nascent digital platforms like TikTok.

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